Given some of the outbursts about countryside matters from certain Labour politicians (should John Prescott really be taken seriously?), not to mention colourful broadsheet headlines, you would think the only issue stirring the shires is the government's attitude to fox hunting. Yet, as far as UK Grocery PLC is concerned, there is an even more serious rural challenge. And while, so far, it has inspired few serious politicians and hacks to take the campaigning trail, all that could be about to change. Several ministers, not only food chain reformer-in-chief Nick Brown, are said to be finally waking up to the fact that valuable country shops are being crucified by cost spirals and piles of unnecessary red tape. And this week those essential rural service providers were encouraged by the news that a new body to represent their interests in England and Wales goes into battle next month. Sadly, all too often, politicos, current affairs commentators and vote-hunting MPs have publicly proclaimed their support for the village store ­ just before stepping down from the platform and pointing their gleaming Range Rovers towards the nearest superstore car park. So it's encouraging to be told that a government which appears besotted with the retailing giants may finally be looking towards helping the smaller folk in their fight for survival. Nick Brown has hinted to us that the government's Rural White paper will address the problem this autumn. And Lord Chris Haskins, chair of the Better Regulation Task Force, this week promised his group will take a close look at the mountains of red tape which have for so long been such a barrier for so many small retailers. Of course, with a whiff of an election in the air, the Whitehall promises may only be skin deep. But Blair and Co might do well to don green wellies and hear the calls from the country. It may not just be hauliers and farmers who swell the ranks if the blockades return next month. Clive Beddall, Editor {{OPINION }}